You might have just gone through a change of management, or perhaps you are looking to sharpen your competitive edge and attract a new category of customers.

Maybe, you have introduced new products or services into your portfolio, and are seeking an efficient way to promote them – and your company as a whole.

Whatever the reasons for it, revamping your brand can help you to achieve your new business goals. But how can you actually revamp your brand without embarking on a full re-branding process?

Read our article to learn five, excellent ways to achieve this.

Understand the Reasons Behind Your Brand Revamp

Before you jump into your brand revamp, you will need to zero in on your motivation for a revamp.

Why are you considering this? Why is this the best way – or one of the best ways – to achieve your new business goals? What are the potential challenges or drawbacks that you are anticipating? How are you going to solve them?

Once you have clarified your motivations for embarking on a full brand revamp, you can proceed with the following steps.

1. Clarify Your Goals and Expectations

Identifying and pursuing specific goals and expectations is the second step on your brand revamp journey. 

Think about the “motivation” (or “reasons”) for your brand revamp as your past, and about your “goals” and “expectations” as your future.

When you were trying to determine the reasons why you need (or want) to refresh your brand you were considering all the things that weren’t working quite so well anymore. 

Now, you will need to think about exactly WHAT you want to achieve with your brand refresh. To this effect, it can be helpful to organize meetings and brainstorming sessions with your team.

Listening to different perspectives, coming from different departments of your company, in fact, can be incredibly enlightening and insightful in determining where your company wants or needs to go – and how it can get there.

2. Learn More About Your Customers

After you have established your why (“motivation”) and your what (“goals”), you are going to need to focus on your who: your customers.

To be able to complete a successful brand revamp, in fact, you need to propose a new message that you know your target audience is going to like, relate to, and remember.

You might be able to achieve this by running quizzes, surveys, and polls on your website and social media channels, or through email marketing campaigns.

Not only will this enable you to discover more about what your customers want, need, and expect from you, but it will also help you create a stronger, more authentic connection to them as well as boost their engagement.

3. Involve and Engage Your Staff

We have just mentioned engagement, but while this concept is often associated with a company’s customers, it’s important to clarify that it applies to a company’s staff, too.

Your workforce is the life-blood of your business – nurturing it means nurturing your business, too.

So, as soon as you kick off your brand revamp project, make sure that you are involving any member of staff that you think might have valuable opinions, suggestions, and ideas to help you turn your project into a success.

There are two ways in which your company will benefit from this:

First of all, it will help you to achieve a smoother, more effective brand revamp. Second, it will demonstrate to your employees that you appreciate and value them.

This, in turn, increases their engagement, motivation, and productivity – which, ultimately, leads to better staff retention and increased sales.

4. Remember to Personalize the Customer Experience

Whatever changes you are going to bring about, one aspect should always be present: a strong personalization of the customer experience.

In this day and age, customers expect to receive a service that is fully tailored to their own specific needs, goals, and preferences. 

This applies even more to online customers, who have come to look at technologies like artificial intelligence and machine learning almost as a given.

And because brands are, essentially, about selling you an experience as opposed to a product or a service, your newly-revamped brand will need to succeed at crafting and delivering spotless and hyper-personalized customer experiences.

Remember, though, that personalization for your revamped brand might look a bit different compared to what your old brand used to do – mainly because your customers might be different.

Identify New Buyer Persona

So, begin by identifying your new buyer persona and establishing a sense of connection, familiarity, and relatability with them.

Ask yourself questions such as, “What is their pain point?”, “How is my revamped brand going to help them solve those problems and live a better life?”, and “Why should they choose my brand instead of my competitors?”.

Once you have determined the right answer to these – and similar – questions, you will be in a much better position to start building a customer experience that is as personalized and unique as possible. 

It might be challenging to ditch the old ways of doing things, but this is what a process of brand revamping often forces you to do. 

Just remember that, if you are embarking on such a journey, then the chances are that you have a very specific goal in mind, and the skills and resources to help you get there.

Get Started with Your Brand Revamp

Companies choose to revamp their brand all the time, and for many different reasons.

Whatever your motivation is, the tips in our guide will help you to begin building a fresh new brand and continue to thrive in a different landscape.

Would you like even more help, advice, or professional support with all things branding? Contact our team today.